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    Chapter and Conference Paper

    Brand Interdependency Versus Brand Dependency: A Maslow’s Self-Actualization Perspective

    This paper conceptualizes Maslow's traditional needs framework to explain the impact of various levels of needs on the formation of distinct self-concept brand image congruity constructs and resulting temporal...

    Joseph F. Rocereto, Marina Puzakova… in Proceedings of the 2009 Academy of Marketi… (2015)

  2. Chapter and Conference Paper

    The Role of Self-Concept Brand Image Congruity in Consumers’ Attitudinal Formation and Attitudinal Brand Loyalty: A View From Utilitarian and Hedonic Product Brands

    There has been great interest in the marketing literature regarding the effects of consumer self-concept brand image congruity. While previous studies have investigated various marketing-related consequences o...

    Joseph F. Rocereto, Hyok** Kwak… in Proceedings of the 2009 Academy of Marketi… (2015)

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